Oisin Lunny - IoF Tech conference - mobile innovation
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Transcript of Oisin Lunny - IoF Tech conference - mobile innovation
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Lessons from the Third Sector Innovatorssuccessful charity campaigns on mobileOisin Lunny, Senior Market Development Manager
Technology Group
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BackgroundCase studies:
1. DEC2. Faberge Big Egg Hunt3. Open Fundraising
Lessons from the Third Sector Innovators
Technology Group
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"MIND THE GAP" by the Charities Aid Foundation, Sept 2012
Changing consumer behaviour
Technology Group
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Changing consumer behaviour
Source: MobileSquared Technology Group
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Mobile primary internet access
Source: MCT US Technology Group
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More mobile traffic
Source: SiteCounter Global Stats 11/12 Technology Group
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More mobile traffic
Technology Group
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New devices adopted more rapidly
Source: Apple Technology Group
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Most-missed media activity
Source: Ofcom UK Adults’ Media Literacy, 2010 Technology Group
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Be aware of smartphone penetration
Source: Informa Technology Group
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!"#$%&&'()$&*'(+$+"#*,-
.((*/0+*,12345
60,7-$08*&+#,19:345
60,7-$;0<*,'+-:=5
>0+#$;0<*,'+-:=5
>0))0,819?5
!@6$A@
BCD
C*E'07$&,**FCE0,E'+-
The evolution of mobile giving
Source: Everett, Gladwell, Maloney Technology Group
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!"#$%&&'()$&*'(+$+"#*,-
.((*/0+*,12345
60,7-$08*&+#,19:345
60,7-$;0<*,'+-:=5
>0+#$;0<*,'+-:=5
>0))0,819?5
!@6$A@
BCD
C*E'07$&,**FCE0,E'+-
Source: Everett, Gladwell, Maloney
The evolution of mobile giving
Technology Group
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!"#$%&&'()$&*'(+$+"#*,-
.((*/0+*,12345
60,7-$08*&+#,19:345
60,7-$;0<*,'+-:=5
>0+#$;0<*,'+-:=5
>0))0,819?5
!@6$A@
BCD
C*E'07$&,**FCE0,E'+-
GH$ICDC
CDC$8*(0%*(
Source: Everett, Gladwell, Maloney
The evolution of mobile giving
Technology Group
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Source: nVision / Charity Awareness Monitor (nfpSynergy)Base: 1,000 online respondents aged 16+, GB
Massive growth of SMS giving
% of respondents who have given to charity in last 3
months“In which of the
following ways did you give?”
Technology Group
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Massive growth of SMS giving
Technology Group
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Why SMS?
SMS are perceived as personal90% of SMS read within an hourOne self contained channel for allMobile user is in controlinitial interaction has overcome the biggest barrier already
Technology Group
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Technology Group
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DEC partner network
Technology Group
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Keywords to track ROI
Technology Group
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Gift aid innovation
Technology Group
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Gift aid innovation
MEP
Technology Group
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Results
• 500% increase in SMS donations
• 60% opt-in to gift aid
• Double the response from other channels
• 25% added to these donations
• Over £1,500,000 raised by SMS and Gift aid
• OpenMarket processed over £10,000 /second
• Record donations by mobile for DEC
Technology Group
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Using the shortcode on other media
£0
£75,000
£150,000
£225,000
£300,000
Using the shortcode on other media
£0
£75,000
£150,000
£225,000
£300,000TV
August 2011
TV
TV events / newspaper ads drove peak donations, in particular support from ITV
Peaking at 298k on 08/07/11
Technology Group
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Technology Group
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A World Record breaking campaign,
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with mobile shortcodes
at the heart of the engagement strategy.
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The 2012 campaign raised over million,
via sms egg hunt entries, and egg auctions.
£1
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capturing the public’s imagination,
while generating massive goodwill and pr.
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The 2013 campaign went national
with 101 eggs in 5 cities in the UK.
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Technology Group
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When we found Archie, he weighed 3.2kg – just half what he should have. He hadn’t been fed for two weeks and was so close to death that his temperature didn’t register on the vet’s thermometer.
Thankfully, he was brought to an RSPCA rescue centre, where he was given the food and care he desperately needed to survive. But there are many more neglected dogs like Archie – and many more hungry mouths to feed.
Text FEED to 70030 to give £3 to feed and care for a dog like Archie.
When we found Archie, he weighed 3.2kg – just half what he should have. He hadn’t been fed for two weeks and was so close to death that his temperature didn’t register on the vet’s thermometer.
Will you help feed a dog like Archie until we can find him a home?
Beaten. Neglected. Starved.
The RSPCA brings private prosecutions where appropriate. Your gift will be used to further our work where it’s needed most. You will be charged £3, plus one message at your standard network rate. RSPCA will The RSPCA brings private prosecutions where appropriate. Your gift will be used to further our work where it’s needed most. You will be charged £3, plus one message at your standard network rate. RSPCA will receive 100% of your donation, excluding O2 customers where £2.96 will be received. By using this service, you agree that we may contact you in the future. If you’d rather we didn’t, text OPTOUT to 70030.receive 100% of your donation, excluding O2 customers where £2.96 will be received. By using this service, you agree that we may contact you in the future. If you’d rather we didn’t, text OPTOUT to 70030.
The RSPCA helps animals in England and Wales. Registered charity no: 219099
The RSPCA can only exist thanks to donations from people like you. So thank you in advance for your kindness.
Technology Group
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Technology Group
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Technology Group
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Technology Group
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Mobilise reporting tools
Technology Group
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Regular PSMS v Direct Debit
Technology Group
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Regular PSMS v Direct Debit
Technology Group
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Lessons from the Innovators
Technology Group
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It's a mobile world
0
20
40
60
80
It's a mobile world
0
20
40
60
80
UK population v mobile handsets (m)
People Phones
Technology Group
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Every mobile transaction is a CRM opportunity
Technology Group
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Mobile is reinvigorating other marketing channels
Technology Group
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Metrics and reporting - vital to measure ROI
Technology Group
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Know your target market
Getty Images
Technology Group
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Tell a compelling story using technology
Getty Images
Technology Group
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Take the opportunity
t h e n e w a l b u m f r o m g i v e a m a n a k i c k 0 u t A p r i l 1 8 t h
Cypress ave Cork Apr i l 18thWhelans Dubl in Apr i l 19thRoisin Dubh Galway Apr i l 24thDolans Limerick Apr i l 25thwww.myspace.com/g iveamanak ick
Photo: Give A Man A Kick
Technology Group
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Understand the key drivers of performance
Technology Group
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Focus on improving the areas that will have the biggest impact
Technology Group
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Look where your supporters are
Technology GroupSource: http://www.moroch.com
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Anonymity is optional
Technology GroupSource: http://www.moroch.com
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Be brilliant at the basics
Technology Group
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Use the shortcode everywhere
Technology GroupSource: http://www.slideshare.net/lailatakeh/unice-fuk-mobilelearningslaila2013
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Optimise everything
Technology Group
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Have a “Mobile First” strategy
Technology GroupSource: http://www.moroch.com
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Its all “media”
Technology Group
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It’s all part of the mix
Technology Group
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Learn from other industries
Technology Group
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Keep It Short & Simple
Technology Group
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Choose the right partner
Technology Group
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customers and partners
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TEXT “OISIN” TO 88600KEEP IN TOUCH...
... OR FIND ME ON LINKEDIN
Technology Group